According to Adfreak, GUINNESS®, with the help of the advertising agency AMV BBDO, will be launching a new alternate reality game. Described as a “kind of treasure hunt”, players will be scouring the net to be the first to find Guinness’ newest commercial by following a series of clues, codes, and puzzles. The agency warns, “don’t expect it to be easy. As you know, it just wouldn’t be Guinness if the reward didn’t involve a little waiting.”

The first video has already been posted on YouTube by MeestaRamon, the mayor of a village that will be throwing a little celebration. In the video, Mr. Juan Ramon promises an unforgettable adventure, noting “a grand treasure awaits the person who finds the path” while playing with a handful of dominos. It remains to be seen whether the “winner” of this alternate reality game will receive something more than the first look at Guinness’ new ad before it goes on television.